chapter nine

Creative Strategy and the

Creative Process

McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

9-2

Objectives_1

Describe the roles of the various types of artists in the advertising business

Explain the use of advertising layouts and the steps in creating them

Outline the creative approval process Explain the purpose and selection of

visuals in print advertising

9-3

Objectives_2

Describe the format elements of an ad and discuss how they relate to the objectives of advertising copywriting

Identify the art director’s role in radio and television commercials

Debate the advantages and disadvantages of the different television commercial formats

Discuss the unique requirements in writing for the Web

9-4

Creating Print Advertising

Design

Use of Layouts

The layout is the preliminary version of the ad that shows where all the key formatting

elements are placed. This ad for the new Beetle looks like the

tummy of an expectant mother.

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Types of Advertising Artists

Art Directors

Graphic Designers

Illustrators

Photographers

Production Artists

9-6

Stages in the Approval Process

Thumbnail sketches

Rough layout Dummy Comprehensive Mechanical

(Pasteup) Approval

9-7

Layout Styles_1

Poster-style Mondrian grid

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Layout Styles_2

Circus Picture frame

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Layout Styles_3

Copy-heavy Montage

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Layout Styles_4

Combo

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Standard Subjects for Ad Visuals

The package containing the product

The product alone The product in use How to use the

product Product features

Comparison of products

User benefit Humor Testimonial Negative appeal

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Exhibit 9-1 Key Format Elements

Headline and Visual

Body Copy

Slogan

Contact Information

Subhead

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Exhibit 9-1 Conceptual Message Elements

1. Attention 2. Interest 3. Credibility 4. Desire 5. Action

The creative pyramid helps the copywriter present the conceptual elements of the message.

9-14

Types of Headlines

Benefit News/Information Provocative Question Command

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Body Copy Styles

Straight-sell Institutional Narrative Dialogue/Monologue Picture caption Device

9-16

Functions of Slogans

Provide continuity to a campaign

Reduce message strategy to a positioning statement

9-17

Formats for Electronic Media

Straight announcement

Presenter Testimonial Demonstration

Musical Slice of life Lifestyle Animation

9-18

Radio Scripts

A script resembles a two-column list. On the left side, speakers’ names are arranged vertically, along with descriptions of sound effects. The right column contains the dialogue, called audio.

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Storyboard Development

1) Develop the script,

2) Design storyboard, and 3) Shoot animatic

9-20

Rules for Translating Copy for International Ads

The translator must be an effective copywriter

The translator must understand the product

Translators should translate into their native tongue

The advertiser should give the translator easily translatable English copy

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This ad for Korean Air is adapted for other markets.

9-22

Key Terms_1

Animatic Animation Audio Ayer No. 1 Benefit headline Body copy Boldface Camera-ready art Close

Command headline Comprehensive

layout Demonstration Design Device copy Dialogue/

monologue copy Dummy

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Key Terms_2

Headline Icon Illustrator Institutional copy Integrated

commercial Interior paragraph Italic Jingle

Kicker Layout Lead-in paragraph Lifestyle technique Logotype Mechanical Mnemonic device Musical commercial Narrative copy

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Key Terms_3

News/information headline

On camera Pasteup Photographer Picture-caption copy Picture-window

layout Poster-style format

Presenter commercial

Provocative headline

Question headline Radio personality Rough Script Seal

9-25

Key Terms_4

Signature Slice of life Slogan Sound effects Storyboard Storyboard rough Straight

announcement Straight-sell copy

Subhead Tagline Testimonial Text Themeline Thumbnail Trial close Visuals Voice-over